IPA analysis shows that BTL (Below the Line) promotion or brand activation is positively affecting the food and beverage industry. Right from increasing brand awareness in market to ensuring the sales this has become very necessary .therefore every industry in this sector needs to collaborate with food and beverage brand promotion agency to ensure its success. Best brand promotion agency plans a strategy which is able to deliver measurable result along with focusing on ROI (Return on Investment).
Brand activation might be a new term but it’s a part of marketing. Brand activation is a technique of driving consumer activity towards your intended product. Simply it aims to perform certain campaigns which brings consumer used to the product. It also forms a long term emotional connection via life experiences.
Brand activation involves
- Consumer promotions
- Shopper Marketing
- Experiential Marketing
- Sampling campaigns
- Digital campaigns
BTL marketing refers to below the line marketing which comprises the marketing strategy where promotion occurs via non-traditional channels. Traditional mediums of promoting include radio movie print formats billboards television. On contrary BTL marketing is different from traditional one as it aims to reach people directly.
BTL marketing occurs via mediums like
- emails ads that appear on search engine
- trade shows
This is economical so it’s more favoured. Being economical it is target oriented too so it’s more favourable for smaller or medium business. So one can find a below the line marketing agency even if has a small marketing budget.
Methods of brand activation
Brand promotion agencies concentrate on overall marketing approach. They too modify the strategies so that it suits the market and all this happens before rolling out. Brand Promotion agencies have experts who get the best of return on investment.
Effect of brand Activation
- Increases sales
- Brand awareness
- Brand switching
- Brand loyalty
Many agencies follow the below techniques to generate the leads in this sector
- In-Shop Activation
In shop or in store or retail activation all refer to the development of such experiences which promote store opening and engage shoppers hence stimulating the purchases.
It is generally classified as in store event or out store marketing by individual companies.
Experiential engagement of customers in shops malls or other strategic points are part of in shop activation whereas out shop activation occurs on sidewalks commuter station or on street.
Benefits of in shop Activation are:
- Helps to find new customers
- Reaffirms the relationship with existing customers
- Promotes shop opening
- Promote sales
- Engages customers with brands on social media
- Helps in Gathering first-hand insight of customers
- Product launches
This is the next step of brand activation. If you have developed a killer product which really could change world but first you need consumers to buy it. It is the time where brand promotion agency role come to action. Which frame strategies tried and tested for spreading your product reach to maximum?
Some crucial point you must remember before any product launch
- Adopting a strategy
- Targeting major media channels
- Use of brand ambassadors
- Using pre-launch Videos to generate leads
- Using Technologies For engagements (Webinars)
3 Product Demonstrations
Product demonstrations refer to offering product samples to the potential buyers in order to get them purchased those products. It could be new product or modified version of the existing products. The main aim of this brand activation technique is to get the product liked by the consumers and make its sales faster. It could occur through virtually or personally.
Main advantages of product demonstrations are
- Leads to faster conversions
- Helps in improving brand image
- Increases integration with customers
- Product insight
4 Product sampling
We can say product sampling is a part of product demonstration. In product sampling we offer consumer a sample of product free of cost so that consumer could try and test the product before purchasing.
Generally on roadsides we often encounter stalls offering free food samples asking us to consume it and give your feedback or fill up a survey. All these are a part of product sampling
Benefits of product sampling are that it increases brand awareness and helps in getting the valuable feedback about the product from the consumer. Though it increases the cost but with a plan and strategy it will be surely worth spending
- Society activation
Society activation aim is to converts a target audience. This is a perfect tool to engage whole family, a target group in a family. Society activation is easy in cooperative housing societies. This has been a large platform for promoting a product or any FMCG goods.
Aim of society activation is
- To create awareness about the product and services
- Establish strong communication with consumer and their family
- Generate feedback
- Induce sales or bookings
- Corporate office Activation
Brand managers and marketers couldn’t rely upon traditional marketing techniques to generate high quality leads. In fact in this tough competitive market with changing policies of government and evolving taste of consumer it is very necessary to reach to every target audience irrespective of location. So setting up stalls in company premises could attract them along with it we can promote them in high rush zone like canteen, exit and entry points of it park, bank, business hub. Here we could also distribute leaflets flyers or mini brochure related to our product and services. We can also mail them as corporates are more active on e-mail.
- School and College activation
Promotion of some products require young crowd as target audience. Hence it’s often wise to promote them at school and colleges for effective advertising. Hence to harness youth demographics school and college activation is necessary
So to achieve it
- Using Stickers
- Hanging Posters
- Distributing Leaflets
- Organising educational programs
- Human Banner
Human banner is very expressive and powerful technique. It is able to drive new customers. With creative look walker model people get attracted more. It not only drives sales but also helps in creating brand awareness.
Some important points should be kept into mind before planning for human banner campaign
- Attention seeking slogan or image
- Site where target audience is available
- Engaging Strategy for crowd
- Inducing them to purchase
- Trade Show Activation
How would you be remembered after a long trade show it’s quite difficult unless you provide an immersive customer experience? It is what customer will keep in mind even after the trade show.
There are many techniques which you can include in so that the goal is easily achieved such as
- Creating a public or private booth or theatre
- Developing an augmented or virtual reality experience
- Gamification for consumer attraction and engagement
- Connecting with customers through social media for further contact
- Rural Area Activation
We know that 70% of India’s population resides in rural areas.so if one needs to root its brand in India it should head towards rural area first reaching the grassroots of India. Reaching there one must establish strategic connections with the public there.
Some important spectrum of rural area activation is
- Retail merchandising
- Mandi Activation
- Road shows
- Mela promotion
- Van operations
- Brand visibility
We know that performing all above by a company alone is much difficult task so we as an expert brand promoting agency are with you .We will assist you with in store as well as out store activation, product launches demonstration and sampling, by suggesting ideas strategies management we assure society, corporate, youth and rural activation, staffing planning city permits for human banner trade shows activation, production logistics And reporting. That’s how we designee everything for you so that your brand keep on growing.